Danielle Sarver Coombs's Books

The Consumer Insights Handbook

Unlocking Audience Research Methods

By: Danielle Sarver Coombs

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The Consumer Insights Handbook

Unlocking Audience Research Methods

By: Danielle Sarver Coombs

At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences’ wants, needs, and desires through messaging and products designed to resonate. Guided by the author’s own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.

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Page Count

249

Publisher

Rowman & Littlefield

Published Date

ISBN 10

1538145537

ISBN 13

9781538145531

Female Fans of the NFL

Taking Their Place in the Stands

By: Anne Cunningham Osborne,Danielle Sarver Coombs

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Female Fans of the NFL

Taking Their Place in the Stands

By: Anne Cunningham Osborne,Danielle Sarver Coombs

In the past, sport, particularly football, has been defined as a male domain. Women’s interest stereotypically ranges from gentle tolerance to active resistance. But increasingly, women are proudly identifying themselves as supporters of their teams, and have become highly desirable audiences for sport organizations and merchandisers. Football provides a unique site at which to examine the complex interplay between three theoretical areas: identity formation and maintenance, commercialization of cultural practices, and gender hegemony. This book explores how women experience their fandom, and what barriers exist for the female fan.

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Page Count

262

Publisher

Routledge

Published Date

ISBN 10

1317663780

ISBN 13

9781317663782

Last Man Standing

Media, Framing, and the 2012 Republican Primaries

By: Danielle Sarver Coombs

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Last Man Standing

Media, Framing, and the 2012 Republican Primaries

By: Danielle Sarver Coombs

When Barack Obama was re-elected president in November 2012, his Republican challenger, Mitt Romney, took the blame for being alternately too moderate or too conservative. Critics from both within and outside of his party claimed his vast wealth made him unappealing to voters and that his robotic persona meant he just could not connect. How, then, did he win the nomination? What happened during the twelve-month build-up to Romney being named the presumptive nominee for the Republican Party that helped define him as both a man and a candidate? Furthermore, how did media coverage frame his competitors and the race itself, a contest characterized by its rollercoaster nature? Last Man Standing examines mainstream media coverage of the 2012 Republican primary season to identify and examine the frames used to make sense of the candidates and the race. Through an exhaustive analysis of candidate-related coverage from six major media outlets (The New York Times, Wall Street Journal, and Washington Post for newspapers; CNN, Fox News, and MSNBC for cable news networks), Coombs weaves her examination of media frames into a compelling narrative reconstruction of the 2012 primary season. This book features: Exhaustive analysis of mainstream media coverage over a twelve-month period Smart, insightful exploration of media frames Chronological structure, which allows for analysis to address how frames shift with candidate’s fortunes

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Page Count

196

Publisher

Rowman & Littlefield

Published Date

ISBN 10

1442220368

ISBN 13

9781442220362

Advertising in America

A Reference Handbook

By: Danielle Sarver Coombs

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Advertising in America

A Reference Handbook

By: Danielle Sarver Coombs

This book provides an accessible resource for understanding the world behind the advertising jingles and Super Bowl commercials and digital algorithms. Advertising has become a ubiquitous force in American life, penetrating almost every aspect of our daily routines. Additionally, as technology has evolved throughout American history, so too has advertising proliferated as media has become increasingly sophisticated and ever-present, whether it takes the form of algorithms governing your social media feed, television commercials, paid influencers, or stadiums branded with the names of corporate sponsors/owners. This authoritative one-stop resource provides a rich overview of the evolution and present state of advertising in all its forms, as well as the multitude of connected issues-data collection, privacy, consumerism, technology, and others-regarding advertising and its role as both a shaper and reflector of American culture. It surveys various advertising media, discusses the social and cultural contexts in which it is consumed, and highlights key moments in the history of advertising in the United States. In addition, the book is supplemented with carefully curated primary sources, personal essays, a glossary of advertising terms, and other resources to provide readers with a full picture of advertising as both an industry and a shaper of American culture.

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